To produce the white fat required, animals had to be fed grain and straw.

“Our first shipments were young bulls U and E grade, up to 420kg with a fat score of 3 and 4L, and heifers were R, +U and E, under 24 months of age with a fat score of 3 and 4L. Ideally, heifers should be over 300kg.”

Price was no longer an advantage, said Mr Cracknell. With UK values averaging 210-212p/kg, the Italians were not being offered the cheap beef they might have hoped for.